Tom Peters

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Tom Peters Excellence The Relentless
Pursuit of Dramatic Difference!Tanning
World ExpoNashville/07 October 2005
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Slides at tompeters.com
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2/50415/7987-124, 41
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2/50
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Experience Rebel Lifestyle!What we sell is
the ability for a 43-year-old accountant to dress
in black leather, ride through small towns and
have people be afraid of him.Harley exec,
quoted in Results-Based Leadership
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415/SqFt798/SqFt
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7X. 730A-800P. F12A.
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4 days/week
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Talent!1000/204/4 Princes
Princesses who said Yes to the Dream (top
agents, confident to operate without a safety
net)Source Everybody Wins, Phil Harkins
Keith Hollihan
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Wegmans 1100 Best Companies to Work for84
Grocery stores are all alike46 additional
spend if customers have an emotional connection
to a grocery store rather than are satisfied
(Gallup)Going to Wegmans is not just shopping,
its an event. Christopher Hoyt, grocery
consultantYou cannot separate their strategy
as a retailer from their strategy as an
employer. Darrell Rigby, Bain Co.
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My Story I.
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Best is not Good enough!Suggests a linear
measurement rod
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GH (TP) Get better vs Get different
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It is not the strongest of the species that
survives, nor the most intelligent, but the one
most responsive to change. Charles Darwin
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Just Say No to Imitation!
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To grow, companies need to break out of a
vicious cycle of competitive benchmarking and
imitation. W. Chan Kim Renée Mauborgne,
Think for Yourself Stop Copying a Rival,
Financial Times/08.11.03
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This is an essay about what it takes to create
and sell something remarkable. It is a plea for
originality, passion, guts and daring. You cant
be remarkable by following someone else whos
remarkable. One way to figure out a theory is to
look at whats working in the real world and
determine what the successes have in common. But
what could the Four Seasons and Motel 6 possibly
have in common? Or Neiman-Marcus and WalMart? Or
Nokia (bringing out new hardware every 30 days or
so) and Nintendo (marketing the same Game Boy 14
years in a row)? Its like trying to drive
looking in the rearview mirror. The thing that
all these companies have in common is that they
have nothing in common. They are outliers.
Theyre on the fringes. Superfast or superslow.
Very exclusive or very cheap. Extremely big or
extremely small. The reason its so hard to
follow the leader is this The leader is the
leader precisely because he did something
remarkable. And that remarkable thing is now
takenso its no longer remarkable when you
decide to do it. Seth Godin, Fast
Company/02.2003
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Point of View!
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R.POV8Remarkable Point Of View/8 Words or
less/If you cant state your position in eight
words or less you dont have a position.--SG
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Every project we undertake starts with the same
question How can we do what has never been done
before? Stuart Hornery, Lend Lease
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You do not merely want to be the best of the
best. You want to be considered the only ones who
do what you do.Jerry Garcia
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Your time is limited, so dont waste it living
someone elses life. Steve Jobs
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Avoid Moderation!
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While everything may be better, it is also
increasingly the same.Paul Goldberger on
retail, The Sameness of Things, The New York
Times
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Insanely Great
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Gasp-worthy!
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WallopWalMart16
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The Small Guys Guide Wallop
WalMart16 Niche-aimed. (Never, ever all
things for all people, a mini-WalMart.) Never
attack the monsters head on! (Instead steal niche
business and lukewarm customers.) Dramatically
Different (La Difference ... within our
community, our industry regionally, etc is as
obvious as the end of ones nose!) (THIS IS WHERE
MOST MIDGETS COME UP SHORT.) Compete on
value/experience/intimacy, not price. (You aint
gonna beat the behemoths on cost-price in 9.99
out of 10 cases.) Emotional bond with Clients,
Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!
)
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Up, Up, Up, Up the Value-added Ladder.
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Experience it!
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Experiences are as distinct from services as
services are from goods.Joseph Pine James
Gilmore, The Experience Economy Work Is Theatre
Every Business a Stage
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Club Med is more than just a resort its a
means of rediscovering oneself, of inventing an
entirely new me. Source Jean-Marie Dru,
Disruption
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The Starbucks Fix Is on We have
identified a third place. And I really believe
that sets us apart. The third place is that place
thats not work or home. Its the place our
customers come for refuge.Nancy Orsolini,
District Manager
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The Experience LadderExperiences
ServicesGoods Raw Materials
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Beyond the Transaction/ Satisfaction
MentalityGood hotel/ Happy guest/ Exceeded
Expectationsvs. Great Vacation!/ Great
Conference!/ Operation Personal Renewal!
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CXOChief eXperience Officer
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No!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Exceeds
expectations
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KFC (et al.)
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When we did it right it was still pretty
ordinary.Barry Gibbons on Nightmare No. 1
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This is not a mature category.
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This is an undistinguished category.
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A B C D
E AvgToilets
0 1 6 5 5 D


Genl Cleanliness 1
2 8 5 1 C-
Speed
5 6 4 2 0 B
Attitude 1
3 8 4 1 C Overall
Experience 0 3 9 5 0
C-TOTAL 7 15
35 21 7
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Fight til Death!I thought, What a dreadful
mission I have in life. Id love to get
six-thousand restaurants up to spec, but when I
do its Ho-hum. Its bugged me ever since. Its
one of the great paradoxes of modern business. We
all know distinction is key, and yet in the last
twenty years we have created a plethora of ho-hum
products and services. Just go fly in an
airplane. It could be such an enlightening
experience. Ho-hum. We swim in an ocean of
ho-hum, and Im going to fight it. Im going to
die fighting it. Barry Gibbons
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Dream it!
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DREAM A dream is a complete moment in the life
of a client. Important experiences that tempt the
client to commit substantial resources. The
essence of the desires of the consumer. The
opportunity to help clients become what they want
to be. Gian Luigi Longinotti-Buitoni
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Experience LadderDreams Come True Awesome
ExperiencesServicesGoodsRaw Materials
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The Ritz-Carlton experience enlivens the
senses, instills well-being, and fulfills even
the unexpressed wishes and needs of our guests.
from the Ritz-Carlton Credo
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Furniture vs. DreamsWe do not sell furniture
at Domain. We sell dreams. This is accomplished
by addressing the half-formed needs in our
customers heads. By uncovering these needs, we,
in essence, fill in the blanks. We convert
needs into dreams. Sales are the inevitable
result. Judy George, Domain Home Fashions
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Design it!
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All Equal Except At Sony we assume that all
products of our competitors have basically the
same technology, price, performance and features.
Design is the only thing that differentiates one
product from another in the marketplace.Norio
Ohga
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With its carefully conceived mix of colors and
textures, aromas and music, Starbucks is more
indicative of our era than the iMac. It is to the
Age of Aesthetics what McDonalds was to the Age
of Convenience or Ford was to the Age of Mass
Productionthe touchstone success story, the
exemplar of all that is good and bad about the
aesthetic imperative. Every Starbucks store is
carefully designed to enhance the quality of
everything the customers see, touch, hear, smell
or taste, writes CEO Howard Schultz. Virginia
Postrel, The Substance of Style How the Rise of
Aesthetic Value Is Remaking Commerce, Culture and
Consciousness
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We dont have a good language to talk about
this kind of thing. In most peoples
vocabularies, design means veneer. But to me,
nothing could be further from the meaning of
design. Design is the fundamental soul of a
man-made creation.Steve Jobs
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Love it!
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Brands have run out of juice. Theyre dead.
Kevin Roberts/Saatchi Saatchi
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Kevin Roberts Lovemarks!
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Brand . LovemarkRecognized by
consumers . Loved by PeopleGeneric
PersonalPresents a narrative
.. Creates a Love storyThe promise of
quality A touch of SensualitySymbolic
.. IconicDefined
.. InfusedStatement
.. StoryDefined attributes
... Wrapped in MysteryValues
. SpiritProfessional
... Passionately CreativeAdvertising
agency .. Ideas companySource Kevin
Roberts, Lovemarks
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When we were working through the essentials of a
Lovemark, Mystery was always at the top of the
list. Lovemarks The Future Beyond Brands,
Kevin Roberts
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Tattoo Brand What of users would tattoo the
brand name on their body?
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Top 10 Tattoo BrandsHarley . 18.9Disney
.... 14.8Coke . 7.7Google .... 6.6Pepsi ....
6.1Rolex . 5.6Nike . 4.6Adidas .
3.1Absolut . 2.6Nintendo . 1.5BRANDsense
Build Powerful Brands through Touch, Taste,
Smell, Sight, and Sound, Martin Lindstrom
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Lovemark Dreams Come True Awesome
ExperiencesSolutionsServicesGoodsRaw Materials
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My Story II.
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Four SeasonsClean (Sparkle)Windows that
open1-hour pressingPrompt in generalHigh-speed
accessWell appointedNearby running idealGreat
bed pillowsSpacious bathroomAttitudePerson
alAnticipateRemember my name (Everybody)Flowers
AmbienceReeks of distinction/DDFlowers when my
Mom died/Hans drawings/Johns mouse padsHome
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Flower Power!
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Whole FoodsAstounding selectionAstounding
qualityFun to choose (Buy FAR more than
intended)Genius merchandisingUse of
colorAttitudeKnowledgeableParkingCheckoutReek
s of distinction/DD Clean (Eat off the
floor/the food)
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Tom Ps
Hotel10/05.05.05 1. Brand Distinction
(dramatic difference or bust) must be
Crystal Clear.2. SPARE NO EXPENSE IN FINDING THE
BEST (AWESOME) PROPERTY MANAGER.3. The
individual propertys Point of View must be
Clear to One All. (Beyond the generic
brand promise.)4. Aim Strategically at WOMEN
as Guests Meeting Planners.5. Aim
directly at BOOMERS GEEZERS.6. 4 5 above
call for cultural re-alignment, not mere
strategic programs.7. Never assume youre
Okay on the basics. (YOU PROBABLY
ARENT.)8. MBWA (Managing By Wandering Around)
is Alive Well and applies to Owners!9
Fortune says Wegmans (groceries!!!) is the 1
Place to Work in America WHAT ABOUT/WHY NOT
YOUR HOTEL/S?10. AMAZE ME!!!!!!!!!!!!!!!!!!!!!!!!
!!!!!!!
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Franchise Lost TP How many of you 600
really crave a new Chevy?NYC/IIR/061205
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Talent Time!
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Brand Talent.
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Talent!Tina Brown The first thing to do is to
hire enough talent that a critical mass of
excitement starts to grow.Source
Business2.0
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The leaders of Great Groups love talent and
know where to find it. They revel in the talent
of others.Warren Bennis Patricia Ward
Biederman, Organizing Genius
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PARCs Bob Taylor Connoisseur of Talent
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Our MissionTo develop and manage talentto
apply that talent,throughout the world, for the
benefit of clientsto do so in partnership to
do so with profit.WPP
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Leaders do people. P-e-r-i-o-d. Anon.
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PARCs Bob Taylor Connoisseur of Talent
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Les Wexner From sweaters to people!
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Leading!
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G.H. Create a cause, not a business.
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Management has a lot to do with answers.
Leadership is a function of questions. And the
first question for a leader always is Who do we
intend to be? Not What are we going to do? but
Who do we intend to be? Max De Pree, Herman
Miller
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People want to be part of something larger than
themselves. They want to be part of something
theyre really proud of, that theyll fight for,
sacrifice for , trust. Howard Schultz,
Starbucks (IBD/09.05)
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Quests!
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Organizing Genius / Warren Bennis and Patricia
Ward BiedermanGroups become great only when
everyone in them, leaders and members alike, is
free to do his or her absolute best.The best
thing a leader can do for a Great Group is to
allow its members to discover their greatness.
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Yes!!!!!!!!!!!!!!!!!free to do his or her
absolute best allow its members to
discover their greatness.
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RE/MAX A Life Success CompanySource
Everybody Wins, Phil Harkins Keith Hollihan
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"If your actions inspire others to dream more,
learn more, do more and become more, you are a
leader." John Quincy Adams
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BZ I am a Dispenser of Enthusiasm!
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Nothing is so contagious as enthusiasm.
Samuel Taylor Coleridge
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A man without a smiling face must not open a
shop. Chinese ProverbCourtesy Tom Morris,
The Art of Achievement
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If you dont listen, you dont sell anything.
Carolyn Marland/MD/Guardian Group
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• It was much later that I realized Dads secret.
  He gained respect by giving it. He talked and
  listened to the fourth-grade kids in Spring
  Valley who shined shoes the same way he talked
  and listened to a bishop or a college president.
  He was seriously interested in who you were and
  what you had to say.
• Sara Lawrence-Lightfoot, Respect

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The deepest human need is the need to be
appreciated.William James
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PJ Coaching is winning players over.
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My favorite word is grace whether its amazing
grace, saving grace, grace under fire, Grace
Kelly. How we live contributes to beauty
whether its how we treat other people or the
environment. Celeste Cooper, designer
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Rodales on Grace elegance charm
loveliness poetry in motion kindliness ..
benevolence benefaction compassion beauty
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Sir Richards RulesFollow your passions.Keep
it simple.Get the best people to help
you.Re-create yourself.Play.Source Fortune
on Branson/10.03
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A key perhaps the key to leadership is
the effective communication of a
story.Howard Gardner/Leading Minds An
Anatomy of Leadership
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Leader Job 1Paint Portraits of Excellence!
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You must be the change you wish to see in the
world.Gandhi
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Excellence X1 Tom Watson sr/1-minute X
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Avoid Moderation!
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The greatest dangerfor most of usis not that
our aim istoo highand we miss it,but that it
istoo lowand we reach it.Michelangelo